Sport Sponsorship. Let them Play
Learn to create effective sponsorship plans for sports events and understand the dynamics of sport sponsorship.
Learn to create effective sponsorship plans for sports events and understand the dynamics of sport sponsorship.
This introductory course on sports sponsorship, offered jointly by the Universitat Autònoma de Barcelona and the Johan Cruyff Institute, provides a comprehensive overview of the sport sponsorship landscape. Students will learn about the key actors in sport sponsorship, innovative proposals in the field, and how to create a sponsorship plan for a sports event. The course covers basic principles of sponsorship, stakeholders involved, and various types of sponsorship activation including brand, business, internal, and external activation. Throughout the course, students will work on a real-world challenge: developing an activation plan for the Johan Cruyff Foundation. The curriculum includes case studies, interviews with industry professionals, and practical exercises to apply learned concepts.
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What you'll learn
Understand the basic principles and characteristics of sport sponsorship
Identify and analyze the key stakeholders in sport sponsorship
Develop strategies for brand, business, internal, and external sponsorship activation
Create a sponsorship plan for a sports event, focusing on the Cruyff Foundation case study
Analyze and evaluate sponsorship proposals and activations
Apply learned concepts to real-world sport sponsorship scenarios
Skills you'll gain
This course includes:
0.57 Hours PreRecorded video
4 quizzes,1 peer review
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FullTime access
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There are 6 modules in this course
This course provides a comprehensive introduction to sport sponsorship, covering key concepts and practical applications in the field. The curriculum is divided into six modules, starting with basic principles of sponsorship and progressing to advanced topics like sponsorship activation and proposal development. Students learn about the various stakeholders in sport sponsorship, different types of activation strategies, and how to create effective sponsorship plans. The course uses the Johan Cruyff Foundation as a real-world case study, allowing students to apply their learning to a practical challenge. Throughout the course, students engage with video lectures, readings, quizzes, and discussion forums. The final project involves creating a sponsorship activation proposal for a Cruyff Court tournament, which is peer-reviewed. This hands-on approach ensures that students gain practical skills alongside theoretical knowledge.
Module 0. Prior to Beginning
Module 1 · 52 Minutes to complete
Module 1. Basic principles of Sponsorship
Module 2 · 1 Hours to complete
Module 2. The stakeholders of the sport sponsorship
Module 3 · 1 Hours to complete
Module 3. Activation for Sport sponsorship (I)
Module 4 · 1 Hours to complete
Module 4. Activation for Sport sponsorship (II)
Module 5 · 1 Hours to complete
Module 5. Share your activation proposal for a Cruyff Court tournament
Module 6 · 1 Hours to complete
Fee Structure
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Instructor
Freelance Sport Marketing Consultant and Professor
Richar Denton is a Freelance Sport Marketing Consultant and a Professor of Marketing, Facilities, and Event Management at the Johan Cruyff Institute in The Netherlands, where he educates future leaders in sport management. A passionate and driven leader, Richar has a strong history of creating engaging customer experiences and marketing programs for various brands and organizations. His expertise blends strategic and operational approaches to deliver tangible results through media and marketing partnerships. Richar excels at identifying consumer demands and developing solutions that are rooted in brand integrity, market insights, and closely monitored return on investment.
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4.4 course rating
266 ratings
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